WTM had the same doubts and fears
01 Jan 2003
The World Travel Market (WTM) exhibition moved to ExCeL from Earls Court this year. Originally run at Olympia, the show moved to Earls Court in 1991.
The show run at ExCeL this November was the biggest WTM ever, with space up 10%.
It was big enough to use all the ExCeL facilities.
There were 670 exhibitors, but that doesn't tell the full story. Most of the WTM exhibitors are tourist authorities and they sub-let parts of their stands to various regions and companies.
So the actual number of companies exhibiting at WTM was, says Barnett, a stunning 4,800.
But the show was a huge success with exhibitors and visitors alike, with attendance up 6% (they don't have the audited figures yet), in spite of the Firemens' strike causing chaos on the Thursday.
Barnett told BB that with some Underground stations closed through lack of safety cover, WTM spent £30,000 on coaches to get people into the show. "You just have to do these things, " he said.
But it seems that before making the move, WTM went through the same doubts and worries that we are going through right now.
"There was a lot of apprehension, " said Baldwin, "even from those people who should really have known better."
WTM's audience covers a far wider spectrum than the boat show. "It's a worldwide audience, " said Baldwin. "Many come to London once a year, so they wanted the West End for their Christmas shopping."
The industry wanted to project itself as forward thinking and innovative, he said. But while they were happy to transport people around the world, they were reluctant to move across London.
And when WTM moved to ExCeL, accommodation really was a problem. Bear in mind that Barnett says WTM has 19,000 exhibitor staff there each day (the boat show has 8,000) and it's easy to see the huge demands on the local infrastructure.
"There weren't any hotels then, " said Baldwin. "But by 2004 there'll be plenty of hotel rooms there."
Barnett said their advice to people was to book into hotels along the Jubilee Line, so the journey to Canning Town and the one-stop change to ExCeL on the DLR would be easy.
"Either that, or stay at their normal Earls Court hotels, " he said. "From there it's a two change journey - District Line to Westminster or Victoria onto the Jubilee, then Canning Town to ExCeL."
Our major problem was one of perception, he said. People just think ExCeL is a long way away, when it really is just six miles from Trafalgar Square.
But one area that Barnett found lacking was the lack of road signs. I found this when I went over to ExCeL a couple of times this year. The area is extremely busy and while getting into Earls Court was actually quite easy - the roads are essentially straight and wide - the Docklands area has little slips roads here and there. Get in the wrong lane and you could be off under Canary Wharf. Or somewhere else you really don't want to be going.
"Unfortunately, the local authority wouldn't allows us any WTM exhibition signs, " said Barnett.
When I spoke to Jamie Buchan, CEO of ExCeL, about this point during an interview (BB September) he assured me ExCeL was making great efforts to get the signs sorted. It would be vastly improved by 2004, he told us.
Murray Ellis, operations director at NBS, said the problem was entirely Ken Livingston, mayor of London.
"He won't allow any temporary signs, " Ellis told us.
"He says there's no need for any more signs."
The AA has tried to put pressure on for dispensation for certain shows, said Ellis.
ExCeL has spent £500,000 on road signage and they are endeavouring to spend more, he said, on permanent "official" road signs, or the brown tourist information signs.
WTM also laid on some intriguing extras for the exhibitors. Such as breakfast boats each morning to collect exhibitors from the hotels at Canary Wharf. And corresponding drinks boats going the other way each evening. Sounds a nice way to start and finish the day?. .
The boats came into the ExCeL site at the sealed end of the dock, with shuttles carrying them the rest of the way.
As to ExCeL itself, Baldwin told BB: "The feeling generally was the facilities were excellent, the franchises were excellent and it's much more accessible to disabled visitors."
Now the first one's out of the way, he said, people won't have any worries about coming back.
NBS says it is learning from the WTM experience. "I've already had meetings with Paul Streeter and Jill Jefferson, " said Barnett, "and I was able to outline some of the problems we had and how we sorted them."
BMF director of marketing, James Gower, says there is now a forum made up of exhibition organisers who have exhibited, or will be exhibiting, at ExCeL.
"They all meet and exchange information and ideas. We'll be joining them at the WTM washup meeting."
As for attracting people into ExCeL, the media budget for the 2004 show at ExCeL will be doubled to a nice-sounding £2m.
Promotion of the 2004 show at ExCeL starts at the 2003 Earls Court show. NBS has printed a million leaflets, which will be handed out to all visitors at Earls Court. Exhibitors will also get supplies, so they can hand them out to people to reinforce the message.
Outside there will be posters telling people the 2004 London International Boat Show will be held at ExCeL.
Gower promised: "Nobody will be able to get out of Earls Court without knowing the next show will be at ExCeL."
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